The Chanel boutique has moved to take over a much larger sales area. (Photo: Chanel)

The Chanel boutique has moved to take over a much larger sales area. (Photo: Chanel)

The emblematic French luxury brand Chanel has moved a few metres down the rue Philippe II to take possession of a much larger boutique, allowing it to expand its commercial offer.

Ten years after its inauguration in November 2012 at 14, rue Philippe II in Luxembourg City, Chanel has chosen to change its address, while remaining in this popular shopping street in Luxembourg.

From now on, it is number 5 that you should visit, a predestined number for this French luxury house, made famous, among other things, by the success of its perfume n°5.

Chanel has chosen to invest in a protected building on rue Philippe II, renovated with the help of local and international architects. The interior architecture was entrusted, like all the other Chanel boutiques, to the architect Peter Marino who revisited the codes and the emblematic Chanel palette.

A doubling of the sales area

The new boutique doubles the sales area, as it now covers 350m2 spread over two floors. The ground floor houses the leather goods, jewellery, watches and perfume collections. A new space is entirely dedicated to shoes, which remains a relatively exclusive option compared to all the company's boutiques.

On the first floor, ready-to-wear is highlighted in three adjoining spaces, including a charming old-fashioned lounge with a fireplace and ceiling mouldings that can be made private. To try on the ready-to-wear clothes, customers have access to comfortable fitting rooms equipped with connected mirrors giving them virtual access to the rest of the collection.

Occasionally, works of art are displayed. An impressive hanging sculpture by Gregor Hildebrandt, made from vinyl records and fabrics, hangs in the stairwell. Upstairs are works by Mark Sheinkman, Richard Caldicott and Curtis Jeré.

View of the restored building that houses the Chanel boutique on the ground floor. (Photo: Chanel)

View of the restored building that houses the Chanel boutique on the ground floor. (Photo: Chanel)

A very personal design

This boutique embodies the timeless modernity of Chanel. The layout is very graphic, led by the contrast of black and white, but made warmer by the covering of the seats in tweed, the house's iconic fabric, as well as touches of gold or brass. On the floor, the light natural stone or the black painted parquet are covered with thick woollen carpets playing with the black and white. The windows are covered by white curtains with graphic patterns punctuated by gold and black accents.

The interior windows are framed by the black border that frames the packaging of Chanel products. In matte steel, more or less wide on the display windows, this structuring line is repeated for the staircase banister, but this time covered in leather. It thus leads customers up to the floor, while adding a sensual tactile relationship. The lighting is perfectly designed everywhere, allowing both the articles on display and the exceptional architecture of this historic building to be highlighted.

This story was first published in French on . It has been translated and edited for Delano.